I Can’t Find My Client!

Training Tip on Using Your Scarborough Data: Exercise #40

Occasionally, a specific client may not be listed by name in the Scarborough database. There are, however, many other ways to show a client or potential client information even if they are not in the database. This exercise will help get your Account Executives to think "outside of the box" when it comes to finding client information.

Instructions for the Leader(s):

Step 1:
Have your Account Executives identify a new business in your area that would not yet be in the Scarborough data because it recently opened.

Step 2:
Working in small teams, have the AEs brainstorm ideas on how else they could find information on the specific new clients they identified. Ideally, the teams should include a veteran (for past experience) and a newer rep (for fresh pair of eyes and perspective).

Provide the teams with some ideas on how to get started. For example, if their client is a new furniture store, could the AEs look at a report about people planning to buy furniture or look at reports for competing furniture store? Would looking at similar retailers or competitors be helpful, or could they look at broad, all-inclusive categories such as "any shopper" or "any buyer?" Should they consider looking at he behaviors of the client’s primary demographic, such as "what do Men 18-34 do in their free time?"

The goal of this exercise is to demonstrate that any information about the client's business, category or customers demographic behavior can provide key insight into their business and make you a valuable resource!

Step 3:
Have the AEs run a Profile Report on the different ways they found information for the client and present their ideas to the other teams.

Additional Instructional Materials

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